The campaign aims to launch an educational and eco-friendly water product from Volvic and LEGO to significantly increase children's engagement with the water category. The objectives are to educate consumers, especially children, about recycling and its benefits through hands-on learning linked to STEM subjects. The campaign also strives to encourage more ethical practices and community involvement. It will measure success through sales, participation rates, and environmental impact over a 6 month period beginning in February 2016 utilizing in-house and agency promotional resources.

1. x6
x5
100% BUILDABLE
100% RECYCLABLE
KIMBERLEY WARD
Final Campaign
Graduate Fashion Week:
1st place - Ethical Award
1st runner up - Fashion Innovation Award

2. Through the launch of a new ethically aware and eco friendly water product, this campaign
has been designed to embody, promote and communicate ethical behavioural and recycling
practices directly to local schools and communities. The campaign aspires to serve as a lasting
example of end use innovation providing consumers with an educational tool in terms of actively
demonstrating the concept of recycling. Working in alignment with LEGO education
participating schools are provided with a syllabus for hands on learning, designed not only to
enrich the in house curriculum programme but to allow teachers to effectively collaborate
across subjects through cross curricular links with STEM. The target market range will be
reached using the most appropriate forms of communication and promotion in order to actively
promote the associated educational, environmental and health benefits of the product.By
merging both physical and digital aspects of promotion consumers are encouraged to engage
with each other, inspiring creativity and encouraging interaction with the educational play
material both in school and at home. The aim is therefore to excite consumers through
engaging forms of promotion and innovative product design in order for them to be able to
effectively develop into socially responsible members of society through a very unique and
singular learning experience.
i N T R O D U C T I O N
U.S.P
Edu
cational play materi
al!
Environm
entallyfriendly!
Fun!
CLICK LOCK BUILD

3. r E S E A R C H
a N D
d E V E L O P M E N T S
Promotional
Developments
Secondary
Research
Primary
Research
Concept
Developments

4. Raid expansion
of under 35’s
with young children
18%
S
A
L
E
S
INC
2012 - 2018 Prediction
Mostfr
equent users of bottled wat
er
6 in 10
Mo
st commonly drunk in the ho
m
e
£2.0
BILLION
Echoingthediscreti
onary status of the produc
t
Usage increases As incom
e
levelsrise
Upmarket skew in usage
85%
AB’S
74%
DE’s
4 in 10
Wantmor
e
visually striking packagin
g
designs
WEATHER
key market
driver
No.1reasonpeople
drink bottled water
HYDRATION Largely due to heal
th
&
hydrationbenefits
+20%
Volume sales
2008 - To date
7 of the top 8
brands!
DO
UBLE DIGIT volume gro
wth
Bottl
ed
waterremainedresilient
even throughout the rece
ssion
N
E
C
E
S
S
I
T
Y
Chang
e
in consumer perceptio
nsoftheproduct
Families
Particularly valuable to the segment
Scope for more
STAND OUT
packaging!
Little VISUAL differentiation
between products
Environmentally
friendly
Top claim for bottled water
UNFLAVOURED
water dominates
the category
2/3’s
s E C O N D A R Y r E A S E A R C H
f I N D I N G a g A P i N t H E m A R K E T
h I G H L I G H T S
MINTEL

5. Parents with children of primary school age: ABC1’s & C2’s
Boys and girls of primary school aged 4 - 11
Taste, visual, observational tests & Focus groups
Questionnaires & Focus groups
Primary school teacher - Year 2 (Aged 6-7)
p R I M A R Y r E A S E A R C H
h I G H L I G H T S
Too many excitingalternatives
“WATER is BORING”
Children don’t
actually mind the
TASTE of water!
Competition
fuels children’s
engagement & interest
Incentives towards winning!
“PLAY ETHIC”
and engagement
opportunities
Looking for more ways
to HEIGHTEN
CHILDREN S ENGAGE-
MENT with the
category
Water is a
HEALTHIER ALTERNATIVE
to soft drinks
42%
Do not know what the
DAILY RECOMMENDED
INTAKE
is for their child’s age
range
We need
JUSTIFICATION
B
O
T
T
L
E
D
Over tap?
To make the category more exciting
“I only drink it
if I am
REALLY THIRSTY”
BLOCKED OUT
PACKAGING
helps to disguise the product
It looks more EXCITING!
We LOVE to PLAY
Semi structured interview
Children are
TOO BUSY
to stop and
think
to have a drink of
WATER
to then feed back health
and hydration benefits
to their children
Healthy eating policies
No soft drinks through the day,
ONLY WATER
The children have to
bring a bottle of water
to school everyday -
SCHOOL POLICY
PARENTS
Also need to be
EDUCATED
Children are most
receptive to
HANDS ON
LEARNING
f I N D I N G a s O L U T I O N t O t H E p R O B L E M

6. d E V E L O P M E N T S
Application of
“PLAY ETHIC”
trend!
Consumerbasedtrend
identified by Mintel
Application of
“ACCESS ANYWHERE”
trend!
Consumerbasedtrend
identified by Mintel
LEARNING & PLAY
opportunities help children to reach their full
potential
Focus on building
RELATIONSHIP
STRATEGIES
Humans are social by nature -
ENGAGE with them!
Syllabus for hands on
learning, assessment tools
and training
SUCCESS =
PETisCOSTEFFE
CTIVE and ENVIRONME
NTALLYFRIENDLY
MATERIALS
Lightweight bottles
require
Fewer materials to produce &
less fuel for transport
SCIENCE
TECHNOLOGY
ENGINEERING
MATHS
The application of STEM allows teachers to
successfully collaborate and teach across subjects
1.EDUCATIONALPLAYMATERIAL2.ASOCIALLYRESPONSIBLEPRODUCT3.DRIVEHEALTH&HYDRATIONBENEFITS
15g
100% Recyclable
Encourageschools
families and communities to
worktogether
UNITE!
Better recycling practices and
social relationships NO PACKAGING REQUIRED!
Ap
prox*
Usepromotionalplatfor
m
s to educate parents a
s
wellasyoungchildren
Local primary schools
Work in alignment with
Influencing more people to
drink more water, more
regularly
READILY AVAILABLE & EASILY
ACCESSIBLE
A two week supply will
keep your child
hydrated
and provide them with
enough bottles to
BUILD a....
c O N C E P T
A portability trend,
easily refillable, easy to
carry and convenient
for the consumer to
use, store and
access.
A trend which focusses
on incorporating play
and engagement
opportunities into its
products.
Source:LEGO
Source: VOLVIC (annual report) Source: BPF
Source: STEM centre

7. d E S I G N, c O L O U R & i N S P I R A T I O N
Excitement
Positivity
Trustworthy
Growth
Colour
psychology
+
Inspirationfrombuil
ding & construction diagr
ams
+
TheLEGOstore
+
Elementof
brand recognition
+
+
CleverpackbottletopsRobinsonssquashed+
Representationoftheconcept
Developed from the way in which children are able to physically build, learn
and play with the product
+
+
Inspiration: Development of icons to actively communicate and demonstrate the
building concept in 3 simple steps, to be used throughout all forms of promotion.
Inspiration: Provide play and engagement opportunities where ever possible
throughout all forms of promotion, LEGO indicates that humans are social by nature
and want to engage with brands, and each other, at any opportunity.
To be used throughout promotion
Inspiration: Provide visuals to display the final outcome / show what you can do
with the product, demonstrate how simple the concept is to encourage
consumers to want to explore the brand and find out more about the product
Augmentedreality
Inspiration: In-store product scanners. Opportunities to merge both digital and
physical aspects of promotion, to be applied to the educational
tablet application and app extension allowing children to bring their 2D creations to a
3d reality and explore world through the eyes of the Volvic Connect camera.
+
Dev
eloped to be the “face”
ofVolvicConnect
traditional colours of LEGO bricks
Main sources of design inspiration which have been applied to all forms of
promotion in order to maintain a consistent and fluent brand image.
Implementation of the
Further creative design direction: LEGO Education sample pack.

8. c A M P A I G N
o B J E C T I V E S

9. S m a r t
Objectives
Collaborative brands, Volvic and LEGO, aim to launch a new ethically aware and eco friendly
water product with intent towards significantly heightening young children's engagement with the
water category. The campaign strives to educate consumers through a very singular, hands on
learning experience in relation to effectively communicating the concept and benefits of recycling
through cross curricular activities linked through STEM. The objective of the campaign is not only
to assist in reducing the associated production and manufacturing processes of the product but
also to encourage local cultures and communities to work together towards supporting more
ethical behavioural practices in the area. Children are therefore encouraged to engage, interact and
learn with the product and promotional material in order to encourage learning activities, both
in school and at home.
s P E C F I C
SCIENCE
TECHNOLOGY
ENGINEERING
MATHS

10. s M a r t
Objectives
m E A S U R A B L E
Increased engagement with the category will largely be measured by volume sales across
a 6 month time period in addition to the number of schools and communities that are
actively participating in the project. Media coverage and environmental statistics will also
be a key performance indicator in terms of monitoring the level of improvement in ethical
behavioural practices amongst local areas. Consumers response and engagement with the
various promotional platforms will also allow the brand to measure how effectively it
has met its objectives, this will be in terms of the number of app downloads, visits to
the website, creation uploads and the number of bottles that have been donated to schools
as part of the campaign.
Sales volume,
environmental stats,
website hits and
participation numbers!
Number of
bottles donated
vs number of
bottles sold!

11. s m A r t
Objectives
Healthy budgets and
un-restrictive allowances
Market leaders!
Danone accounts for
almost half of the entire
water categories
promotional spend!
a C H I E V A B L E
Initially the campaign will launch nationally
over a 6 month time period allowing the
brand to effectively monitor its progress in
order to establish potential for expansion and
future developments. Backed not only by a
global player of the children’s toy industry
but by the undisputed leader of the bottled
water market, accounting for almost half of
the entire categories promotional spend
(Mintel, 2014), collaboration across brands will
therefore allow objectives to be met through
un-restrictive budget allowances and the
ability to effectively promote the product to
mass markets as well as more direct target
customer base.

12. Objectives
s m a R t
r E A L I S T I C
Adequate resources will be used in terms of producing and developing promotional methods
of communication towards ensuring that all of the objectives are successfully met.
Innovative means of above of both above and below the line promotion will therefore be
produced in house and by third party agencies in order to successfully meet the
requirements of the objectives in the time scale that has been prescribed. In store promotion
along with the company website, posters and animations will all be created in house, all
other forms of promotion will therefore be outsourced and calculated to sit comfortably
within the budget plan.
Promotional developments 3 months running up to launch* see campaign plan.
A combination of
in-house and third
party agencies!

13. Objectives
s m a r T
t I M E D
Volvic Connect will launch its full product range the week commencing 22nd of February
2016. This will allow for the annual health trend to kick in along with providing enough
time to execute the 3 month donation period in which members of local communities are
able to donate their empty bottles to schools allowing them to compete in the Community
Connect competition the first weekend in June. Launching and educating consumers in
relation to the product prior to the 6 week holidays helps to ensure that the objectives are
not only met throughout the 6 month time period but also continue to be met in alignment
with ongoing promotion in the hope that consumers will continue to learn, play and build
with the product outside of school and throughout the six week holidays. Objectives intend
to be met by the end of the 6 month time frame however as certain aspects of promotion
are ongoing, beyond the 6 month campaign plan, objective related statistics are expected
to continually improve over the course of a year.
6 Month time frame!
Product Launch!
22ND FEBRUARY
2016

14. t H E 5 i T S
For consumers to discover the brand, actively raising awareness of the product
and the campaign promoting the educational, ethical and health associated
benefits to the target market range through the appropriate means of
communication and relevant promotional tools.
To demonstrate the action of the bottle building concept in addition educating
consumers in terms of the ethical benefits of the product and cross-curricular
links through STEM.
For consumers to physically interact with the brand, experiment, engage and
play with the product
Share it: To encourage schools, communities and families to work together, unite
and share their ideas in order to work towards achieving greater outcomes.
To connect with consumers on an ethical level and to allow them to connect
with each other strengthening the bond between them and their community
SEE IT!
DO IT!
GET IT!
SHARE IT!
FEEL IT!

15. c U S T O M E R
p R O F I L E

16. tARGETcONSUMER
fAMILYpROFILE